Special Report: The Social Shopper Harnessing the Disruptive Influence of Social Media

The recent SAP Economist Intelligence Unit survey of 179 business executives from retailers across the globe, reveals just how much the consumer-retailer dynamic is changing - as well as how far retailers still have to go in capitalizing on social media as a business tool.

While 58% of the survey respondents use Facebook to communicate with customers, more than one in five (21%) say they are not using any digital channels to interact with their target audience.

Although a growing number of retailers are sold on the potential benefits of social media, it’s clear that many remain wary about how much they should be leveraging them to connect with their customers. And these reservations are fairly consistent among hard-line, soft-line (e.g., apparel) and grocery retailers.

Regionally, North American retailers are ahead of the curve in social media adoption; for example, 68% of North American respondents are using Facebook to communicate with customers, compared with 56% in Asia-Pacific, 55% in Latin America and 53% in Western Europe. Download the free whitepaper to get the detail scoop on the survey: "The Social Shopper Harnessing the Disruptive Influence of Social Media" now.
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